Optimize your Content - SEO Your Site

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Optimize your content as you add it p tips and checklists for Video, Press Releases, Blog Posts, Job Listings, etc.

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Optimize your Content - SEO Your Site

  1. 1. The Art of Optimization<br />SEO The Crap out of Your Site<br />Caitlin Kaluza<br />Search Engine Marketing Manager at Schipul<br />@qcait<br />caitlin@schipul.com<br />#schipulcon<br />
  2. 2. Content is King<br />@qcait // #schipulcon<br />Photo credit: flickr.com/photos/cheesebikini/5870360995<br />
  3. 3. What We’ll Go Over<br />General Tips for Adding New Content<br />SEO Tips & Checklists for Adding<br />Video<br />Press Releases<br />Photo Albums<br />Job Listings<br />Blog Posts<br />@qcait // #schipulcon<br />
  4. 4. General Tips<br />@qcait // #schipulcon<br />Photo credit: flickr.com/photos/peyri/18102850<br />
  5. 5. SEO Tips for New Content<br />Fresh, Unique Content is good for Search Engines & Visitors<br />Search Engines are Deaf & Blind<br />Location Targeting<br />Avoid Duplicate Content<br />Cross Link<br />@qcait // #schipulcon<br />
  6. 6. Idea Generation<br />Goals<br />Audience<br />What’s Working?<br />Link Bait<br />Top 10 Ways to…<br />Hot Topics/In the News<br />Infographics<br />How To/FAQs<br />@qcait // #schipulcon<br />
  7. 7. Video<br />@qcait // #schipulcon<br />Photo credit: flickr.com/photos/fboyd/5982214447<br />
  8. 8. Video Stats<br />3 Billion Number of videos viewed on YouTube per day (YouTube)<br />90% Percent of IP traffic that will be video by 2013 (Cisco, 2009)<br />38%Percent of Google Universal Search results that include video (Comscore, 2008)<br />40%Percent higher CTR of video thumbnails vs. links (aimClear study, 2011)<br />Search Engines tend to crawl video sites faster<br />@qcait // #schipulcon<br />
  9. 9. YouTube Basics<br />Title - 100 characters<br />Video name| service/category | name of company<br />Description - 5,000 characters<br />Make it Informative, include link back to site<br />Tags - 120 character limit<br />Thumbnail – Choose 1 of 3 options<br />Tip: Choose a face over text<br />Time – Keep it around 2 minutes<br />@qcait // #schipulcon<br />
  10. 10. YouTube Advanced<br />Create Playlist with description & tags<br />Add Closed Captions<br />Keyword Research<br />@qcait // #schipulcon<br />
  11. 11. Vimeo<br />High quality, No time limitations<br />Audience<br />~10% market share<br />Demographic: 20-35, male<br />“Artist community”<br />Cross Post<br />@qcait // #schipulcon<br />
  12. 12. Post to Your Site<br />Create a page with Embedded Video<br />Submit a video sitemap<br />@qcait // #schipulcon<br />
  13. 13. Video Checklist<br /><ul><li>SEO Friendly Title
  14. 14. Description includes keywords & links back to site
  15. 15. Tags
  16. 16. Closed Captions Added
  17. 17. Embedded on your site as well</li></ul>@qcait // #schipulcon<br />
  18. 18. Press Releases/News<br />@qcait // #schipulcon<br />Photo credit: flickr.com/photos/caseydavid/5962581723<br />
  19. 19. Press Release<br />Free vs. Paid<br />PitchEngine $29 (discount for nonprofits)<br />PRWeb ~$140<br />Choose Locations Wisely (up to 3 cities)<br />Including link backs<br />Most allow up to 5<br />Can usually include Social Media also<br />Most sites include analytics<br />@qcait // #schipulcon<br />
  20. 20. @qcait // #schipulcon<br />
  21. 21. Timing<br />Submit 3 Business Days Before Release Date (requires review)<br />Also post on your site on release day<br />Fridays bad, Mondays good<br />@qcait // #schipulcon<br />
  22. 22. What About Duplicate Content?<br />Google recognizes non-malicious duplication, i.e.:<br />Print-only & mobile versions of web pages<br />Press Releases & Articles<br />Google groups duplicate content into one cluster<br />Selects the “best” URL to represent the group<br />Consolidate properties of the URLs in the cluster, such as link popularity, to the representative URL<br />@qcait // #schipulcon<br />
  23. 23. Press Release Checklist<br /><ul><li>SEO Friendly Title
  24. 24. Use Tags
  25. 25. Include link backs + Social Media links
  26. 26. Post on your site as well</li></ul>@qcait // #schipulcon<br />
  27. 27. Online Photo Albums<br />@qcait // #schipulcon<br />Photo credit: flickr.com/photos/manannan_alias_fanch/217562237<br />
  28. 28. Photo Content Tips<br />Tell a Story<br />Tag Lots of People<br />Make People Look Good<br />Link Back to your Site<br />Follow up an Event with Photos<br />@qcait // #schipulcon<br />
  29. 29. More Technical<br />Use Unique Descriptions<br />Size for web with Photoshop or Picnik.com<br />File Name<br />Black-cat-with-camera.jpg > DCIM10347.jpg<br />Google assumes a JPG is a photo, GIF/PNG is a graphic<br />@qcait // #schipulcon<br />
  30. 30. Creative Commons<br />Licensing beyond “All Rights Reserved”<br />Allow sharing, with attribution – your photos go further<br />Learn more at creativecommons.org<br />@qcait // #schipulcon<br />
  31. 31. Photo Album Checklist<br /><ul><li>SEO Friendly Title
  32. 32. Description includes Keywords & Links Back to Site
  33. 33. Each Description is Unique
  34. 34. Use Tags
  35. 35. Filename Includes Text</li></ul>@qcait // #schipulcon<br />
  36. 36. Job Listings<br />@qcait // #schipulcon<br />Photo credit: flickr.com/photos/paulk/5217304095<br />
  37. 37. How Do Job Candidates Search?<br />@qcait // #schipulcon<br />
  38. 38. Job Post Checklist<br /><ul><li>Include keywords pertinent to your industry
  39. 39. Include generic words like “job, career, employment”
  40. 40. Include location name
  41. 41. Text is better than a PDF</li></ul>@qcait // #schipulcon<br />
  42. 42. Blog Posts<br />@qcait // #schipulcon<br />Photo credit: flickr.com/photos/badjonni/472004287<br />
  43. 43. Wordpress SEO Tips<br />>>Tip: schedule posts<br />Wordpress SEO Plugins<br /><ul><li>Google Analytics
  44. 44. Yoast SEO
  45. 45. Yet Another Related Posts Plugin</li></ul>@qcait // #schipulcon<br />
  46. 46. Blogging Checklist<br /><ul><li>SEO Friendly Page Title
  47. 47. Meta Description & Keywords
  48. 48. Headings – Heading 1, Heading 2, Heading 3
  49. 49. Include keywords (“fancy text”)
  50. 50. One and only one H1 per page
  51. 51. Alt Tags for all Images
  52. 52. Put copy in both Title and Alternate Text
  53. 53. Cross Links to other pages on your site
  54. 54. Link includes keywords</li></ul>@qcait // #schipulcon<br />
  55. 55. A Few Last Notes<br />@qcait // #schipulcon<br />Photo credit: flickr.com/photos/what_i_see/1832880392<br />
  56. 56. Timing<br />Post Content Regularly<br />Consistency > Frequency<br />Tip: Create an Editorial Calendar<br />Have one person own it who delegates as needed<br />Google Docs makes easy sharing<br />@qcait // #schipulcon<br />
  57. 57. Where to Share<br />Google & Bing Incorporate Social Signals<br />Must be public, i.e. Twitter, Facebook Fan Page<br />Don’t be afraid to share twice<br />First: Announce new post<br />Second: Pull outa quote or fact<br />@qcait // #schipulcon<br />
  58. 58. Thanks! Questions?<br />Caitlin Kaluza<br />Search Engine Marketing Manager<br />Schipul – The Web Marketing Company<br />@qcait<br />TheSEMBlog.com<br />@qcait // #schipulcon // http://bit.ly/schipslides <br />

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